Application of Gaming in New Media Marketing, 1st Edition

  • Pratika Mishra
  • Swati Oberoi Dham
  • Published By: Business Science Reference
  • ISBN-10: 1522560653
  • ISBN-13: 9781522560654
  • DDC: 658.8
  • 312 Pages | eBook
  • Original Copyright 2019 | Published/Released September 2019
  • This publication's content originally published in print form: 2019

  • Price:  Sign in for price



The advent of the internet largely changed the landscape of marketing to adopt a wide variety of communication techniques and creative selling on virtual platforms. Gaming provides a highly pervasive and influential mode of offering new media communication to consumers that can be further improved by digital innovation. This title is a collection of vital research on the methods and applications of gaming in marketing, including its growth, recent trends, practices, issues, and main challenges. Highlighting a range of topics including digital advertising, media planning, and social media marketing, this book is ideally designed for marketers, software developers, managers, business researchers, academicians, and graduate-level students seeking current research on new and innovative methods to reach and connect with audiences through games in a highly interactive, measurable, and focused way.

Table of Contents

Front Cover.
Title Page.
Copyright Page.
Advances in Marketing, Customer Relationship Management, and E-Services (AMCRMES) Book Series.
List of Reviewers.
Table of Contents.
Detailed Table of Contents.
1: Advent of New Media Marketing Techniques: The Inevitable Disruption.
2: Gamification and Advergaming: An Overview of the Innovative Brain Tool in the Field of Advertising.
3: Rhetoric of Advergames.
4: Advergames and Children.
5: Persuasive Advergames: Boon or Bane for Children.
6: Food Advergames and Children: The Psychodynamics.
7: Understanding the Psychology of New Media Audiences From a Marketing Perspective.
8: Gap Between Mobile and Online Advergames: The Possible Effects of the Optimal Gaming Experience-Flow.
9: Nuances of Media Planning in New Media Age.
10: Click to Brick: Case Study of a Virtual Reality Company.
11: Social Media as a Marketing Tool.
12: Social Media Marketing: Tools and Techniques.
13: Impact of Digital Advertising Post-Demonetization in India.
14: Gamification in Entertainment Industry: Glimpses From Indian Film Industry.
15: Gamification to Promote the Engagement in Healtcare and Wellness of Patients Under Therapeutic Care: Gamification and Healthcare.
16: Compilation of References.
About the Contributors.